StudyQA — How to Follow Up a Student

A good marketing campaign is as significant for a university as the quality of education there: it guarantees the attraction of students’ interest in a university and increases the number of prospective applicants. However, even after successful marketing, it is important to follow-up a student. Here are a few tips on how to maintain the prospective students’ interest and convince them to apply to your university.

1. Personal support.

Personal advice from experts is essential to show students that their experience is unique, and they are respected as individuals. A student, who gets a direct personal help, feels more valuable and wanted. Follow-ups should be focused on applicants themselves, as the aim of a follow-up is not to promote a school again, but to reach out to a student. Asking about the preferred form of communication may be helpful to make the follow-up more effective. Students are usually more responsive to follow-ups when they are reached by the same person every time. Communication with someone already familiar may be more convenient and helpful as it is personalized and shows greater responsibility. We are the ones who are ready to consult upon any issue that can happen.

2. Starting a dialog

After a student gives consent to adding him or her to a mailing list, it is important to start a dialog soon. Sending useful information and advice based on their needs and interests such as brochures, articles, links to educational webinars, and etc. is a good conversation starter. The second step can be asking for a feedback or sending a thank-you letter for enrolling, ordering a brochure, visiting a meeting. It may seem like a drop in the ocean, but it gives great results in the outcome.

3. News and other updates

A valid reason to get in touch with a student is keeping him or her updated with the latest news that may be of interest: events, conferences, meetings, even holidays. Announcing new events is a “reminder” about yourself, not the main tool for building up a dialog, but it can still increase a university’s profile, its selling opportunities and ever-growing database. These announcements can work as indicators of a university’s active life, which will make applicants want to get into the school even more. However, it is important not to be too pushy and send too much information: there is a high risk that a prospective student will unsubscribe from such a mailing list.

4. Relevance

Shared content should always be relevant. Each university-prospective student contact has its specific reason, because no one wants to be too annoying. For example, if there is information about a student that says he is planning on studying politics, then it is a great idea to contact him with the information about universities that offer this course, or related events.

5. Is it worth waiting?

For an effective follow-up it is better not to wait and contact students in weeks after the first encounter. Good marketing never lets potential customer forget about itself. There is nothing wrong with getting in touch with a student as soon as he or she gets interested in programs that a university is offering. Smart follow-ups at the right time can have a significant impact on prospective students, and keep a specific university at the top of their mind while choosing between different providers of education.

6. Confidence

Student’s confidence in their choice can be built by free trials of products or resources offered. It may not be something very big and valuable. Sometimes the word “free” is able to make magic. Following up doesn’t always orientate on sales. If a university focuses on solving student’s problems and fulfilling their needs instead of simply closing the deal, then there is a bigger chance of getting a big number of applicants.

7. No pressure

Follow-ups may be exhausting, they consume a lot of time. However, even if students cannot make their decisions quickly and ask a lot of questions, they should still feel welcome to do so. Choosing a university is a serious decision, so people, working with students-to-be at that stage, are their patient support system. If a potential client has disappeared, it is better to wait for about seven days for a reply. On the eighth day it is appropriate to send a short and sweet follow-up message to see if they have any questions or concerns.

8. Plan the follow-up ahead.

Well-built strategy is essential for success. For example, schedules that outline the time of calls and email follow-ups may be very helpful. Effective follow-ups are usually scheduled. Without a plan, it is too easy to get caught up in new sales activities.  

Following up is an essential part of selling, but it only works when you know how to do it right. It is necessary to remember about features that students from Russia and CIS countries have. Foreign students may need help in translation, they should be provided with specific terms that universities in different countries may have. Helping foreign students, it is essential to understand the differences between educational systems, student visa requirements, cultural traits, and etc. Education abroad is not only exciting, but sometimes also stressful starting with the need in documents that students have never dealt with before and ending with unfamiliar surroundings and cultural shock. That is why a student needs a professional to guide him through this challenging process, and thorough follow-ups can play such role of a kind supporter.